These characters concepts were done for a project pitch at Lobo, a production house based in São Paulo, Brazil. The project was about Smart Meters, an animation campaign to help people saving energy. I had the pleasure to be the graphic designer of the team in this lovely project.
The campaign features two characters and tells the story of a very unusual relationship between a penguin and a little girl. Pez and Poz, who live together in a house at a fishing village in Northern England. The penguin has been rescued from the Arctic, having been forced to abandon his melting home. Naturally, the penguin cares about how much energy they use.
Pez is a cheeky, slightly unruly penguin who actively gets the child to use less energy. For three reasons: First, it’s wasteful. Second, he likes it cold – he loves a cold room, a cold bath and also wants his food raw. Moreover, thirdly, he comes from the Arctic, so cares about the misuse of energy. He’s always turning things off. So he’s the smart one of the two – showing Poz how the Smart Meter change tariffs. Also, he’s a bit naughty too and a bit of a handful.
Poz is a little tomboyish girl. She is funny, and loves Pez, but struggles to get him to behave, so they squabble in between getting on well. She represents us, the consumer. She gradually gets her head around the Smart Meter thing and why it’s so good. In the fullness of time, she becomes an advocate of it, and therefore an ally of Pez.
I tried to reproduce the character personality of the briefing in a couple of styles – some of them to be executed in 3D, and others to be done in flash or traditional animation – at the time, they hadn’t had the animation method chose yet. I wanted the colors in a way the overlook mood is “cold” (they live in a cold place), but with some hot colors accents. There is another reason I choose these colors. The main subject in the project is the ENERGY, which I represented in yellow/light orange, so I made the characters in a way they didn’t conflict with the light of the energy in the final styleframe.
I started hand sketching to warm up some ideas but most of the sketches used in these illustrations I did directly in Photoshop, even because I had just one day to make these designs. All concepts were done in Photoshop.
Although director and client loved the concepts, the campaign got canceled. It was a pity, but there are many factors – not just a good script and design – that need to be aligned to make a project happen. However, I had memorable fun making these two friends 🙂